A new study by Media Science paid for by A&E networks insists that most customers actually are ok with having the ability to fast-forward disabled. Not too surprisingly, the study found that when advertisement fast-forwarding is disabled, users were more likely to recall the contents of the advertisement. More surprisingly, the study (a copy of which I've yet to actually find released to the public) insists that users actually don't mind having their ability to fast-forward through ads removed.
TV viewers were monitored for their biometric (electrodermal) response during viewing sessions, while cameras monitored participant faces for facial muscle movement. Surveys were also applied before and after the viewing sessions.
Viewer recall of ads jumped 50% when fast-forwarding was disabled. However, the study found there was "no reduction to either program enjoyment, entertainment or engagement" when users couldn't bypass ads.
“Until now, there has been a lot of uncertainty about the potential tradeoffs associated with fast forward disabling," A&E VP Julya Fridman insists. "Now, with the benefit of this research, we’re confident that it represents a win-win proposition for advertisers, programmers and distributors alike."
Note this is specifically related to video on demand (VOD) viewing,
not the ability to fast-forward all DVR-stored content. You'll recall that Dish's Hopper DVR, which automatically skipped ads, resulted in broadcasters
suing the company. Dish has since ad to
disable ad-skipping for some content just to get broadband streaming rights for their looming over the top video service.